table of contents
What is Resn?
A global interactive studio that handles projects for world-renowned brands ranging from Adobe and adidas to Vanmoof. Highly regarded in a wide range of awards scenes, from advertising to digital design, including Cannes Lions, The One Show, Webby Awards, and Awwwards, it is a globally recognized studio that uses technology to build new brand experiences.
What's distinctive about our web development is that we don't simply create websites; we design them with the perspective of how to make the brand a tangible experience. We build the brand's worldview not only through UI and information architecture, but also through interaction, sound, movement, and atmosphere, creating a spatial and sensory experience even on a screen.
Furthermore, we continuously develop R&D projects, and a distinctive feature of our company is that we routinely conduct technological research and expression development through AR, generative expression, and game-like interactions. These efforts do not end as mere experiments, but are also reflected in our client work, and I believe that our ability to produce unique outputs is a major strength.
SHIFTBRAIN's Art Director's Top Picks for Resn
Case 1:KPRVERSE
The visual experience itself, utilizing WebGL, is incredibly polished, from the 3D rendering that looks like 2D graphics brought to life in space, to the seamless transitions to different spaces as you scroll. However, what personally surprised me the most was the layout design, which is crafted like a game UI. Every element, from the head-up display-like layout to the control of information density, is organized at an extremely high level, yet it strikes a perfect balance so as not to appear overly experimental. What's particularly impressive is that this experience works almost flawlessly not only on PCs but also on smartphones.
Generally, websites that heavily utilize WebGL often significantly alter the user experience between PCs and smartphones, or even reduce the level of visual effects on smartphones, due to performance and usability considerations. However, this site is so naturally optimized that the differences between devices are virtually imperceptible, allowing for a consistent and immersive experience regardless of the platform.
What's even more impressive is the extremely high level of consistency in the overall aesthetic, not just on the homepage but down to the subpages. From the selection of fonts and the degree of font size variation to the handling of lines and UI elements, and even the pacing of animations, every element is designed with the same philosophy. It's not just a collection of visual effects, but the entire site functions as a single, cohesive world.
Therefore, I felt that this site transcends the boundaries of mere web design and is an extremely well-executed example of an interface that allows users to experience a worldview. On a personal note, I think I visited this site every day for the first month after it was launched (and I still do).
Case 2:SAVE
The brand's foundational creative work was developed in collaboration with Isabel Moranta, and Caroline Busson subsequently expanded on the art direction and design, developing it into its current form.
What makes this site so great is that it doesn't just explain science, technology, or sustainability; it transforms them into a compelling brand experience. The entire site is structured with a bold, magazine-like layout, and a unique rhythm is created through large photographs, powerful typography, and compositions that make effective use of white space.
What's particularly striking is the typography; instead of explaining things with text and diagrams as is typical on most websites, it deliberately breaks them down into words and short phrases, presenting them with a rhythmic flow and varying pace. As a result, the visual tempo itself functions as an experience, creating a sense of comfort while simultaneously promoting intuitive understanding.
Resn's work often excels at experiential expression involving sound, but what was truly outstanding about this site was how it managed to create an experience that felt like music, even without using actual sound, through the interplay of typography, motion, and layout. Furthermore, it made unfamiliar technology seem appealing rather than difficult to understand. The art direction and information architecture editing skills that achieved this were exceptional, and I felt it was a case study from which there is much to learn.
Resin crafting
We spoke with two people for this interview: producer Erin and UX designer/strategist Ned.
The first thing to create is a "story".
What is the typical workflow for projects?
Erin:Basically, we proceed in three phases: Context → Concept → Craft. Much of our work is about creating "experiences." The first thing we do is to articulate the core story of the brand. For many brands, that story is what sets them apart and creates an essential connection with people. Then we consider, "How can we convey this story in a way that resonates most with users?" While defining what emotions we want to evoke, we design the visual core of the brand's DNA, including typography, color, and motion.
Ned:We place particular importance on the early phases of the process. Each phase is connected to the next, so the initial direction determines the tone of everything that follows. In the concept design stage, we explore multiple possibilities in parallel and quickly go through a process of trial and error.
Erin:Furthermore, at this stage, it's crucial to decide not only "what to create," but also "what not to create." Instead of incorporating all of the client's requests, identify what's truly important. This allows you to concentrate limited resources on the core elements. Rather than creating an entire website uniformly, we focus on creating "one most memorable experience." If resources are scattered, everything becomes half-baked, and as a result, nothing is memorable. Conversely, by focusing on the core elements, we can maximize the density and quality of that experience. This applies not only to large-scale projects but also to projects with limited budgets. Even with limited conditions, we believe that by clearly defining "what to prioritize," we can create impactful experiences.
Technology exists for expression—an approach to R&D
They seem to be putting a lot of effort into R&D.
Erin: For Resn, R&D is extremely important. It provides an opportunity to work with new technologies that are difficult to test in real projects, and the knowledge gained not only deepens our understanding of "what is possible," but also helps reduce the risks when applying them to actual projects.
One of the major initiatives is,Dim SumThis is a WebGL experiment series. We explore various interaction methods, and you might find expressions and technologies that are actually used in Resn projects. R&D is meaningful not only for the deliverables themselves, but also for the process. It's also a time to prepare for future client work and to anticipate potential needs and risks.
"Something different" leaves a lasting impression—the philosophy of inspiration and design.
How do you usually gather references?
Ned: We try to find inspiration from sources other than the web as much as possible. There are still so many interesting things outside of the internet, such as books, spaces, and analog objects. If everyone gathers their references from the same places, it's difficult to create something different, so we look for inspiration from non-digital sources. What interests us most is "something that no one has done before." We draw a lot of inspiration from things that exist in the world, but we are conscious of connecting them in a different way and creating something new.
Erin: In our pursuit of convenience, friction has gradually disappeared. However, I also feel that as a result, all experiences have become similar. Good design is not about "what it can do," but about "what emotions it evokes." Different things catch people's attention and stick in their memories.
Voices of the visiting members
Ishizuka (Art Director / Designer)
I honestly thought I'd rarely get the chance to actually meet Resn, who has been at the forefront of this industry, so I was quite nervous.
When I actually met them, they were very easy to talk to. Although they are a studio known worldwide for WebGL and interactive graphics, the conversation revolved around how to make a brand appealing and how to leave a lasting impression on people.
Furthermore, we repeatedly discussed teamwork in relation to the production system, and I felt that strong output comes not only from the individual skills of each person, but also from the collaboration of the entire studio.
We also had the opportunity to show them our work, and I distinctly remember them asking, "Does this site have sound?" Many of Resn's sites are designed to be an experience that includes sound and movement, and even when we were talking, I got the feeling that they were naturally speaking from the perspective of the entire experience.
After actually hearing about it, I felt that the unique sense of immersion and atmosphere wasn't so much the result of pursuing expressive techniques themselves, but rather the result of thoroughly exploring how to create a compelling experience.
Kin (Motion Designer)
I was very impressed by their approach to R&D. Their focus on R&D with the intention of developing expressions and mechanisms that could be useful in future projects, which I found to be excellent, as it allowed for relatively smooth implementation in actual projects. Furthermore, I was impressed by their ability to expand the range of expression and implement highly satisfying websites within limited budgets and resources.
Furthermore, regarding the collaboration between New Zealand and Amsterdam, while meetings are held during overlapping core hours, the project is primarily handled by one team, with personnel brought in from the other branch as needed. This style of collaboration seems like something we could use as a reference when we create our own overseas branches in the future.
Okada (Producer)
I was really looking forward to meeting Resn, a regular at Awwwards, this time.
Based on the websites they create, I had imagined a somewhat serious and stoic atmosphere, but when I actually met the two of them, they were very friendly, and my impression of them changed drastically in a good way. When people who create such cool things are so approachable, it really wins you over (laughs).
What was particularly impressive was that they also had the option of using no-code tools like Framer, depending on the project's budget, schedule, and circumstances.
I had the impression that Resn clearly distinguishes between what they can and cannot do, and has a strong commitment to their production methods. Therefore, it was a little surprising, but very interesting, to learn that they run their company by flexibly choosing their methods depending on the circumstances.
I felt that this resonated with SHIFTBRAIN's approach, and their attitude of choosing the optimal method for each project while maintaining the quality of the output was very practical and inspiring.
Tsuboi (Project Manager)
Resn is impressive with its rich implementation, but it was surprising to learn that they also utilize no-code tools. Their ability to combine advanced technology with flexible tool selection gives a real sense of a practical studio.
I found it very insightful to hear how R&D doesn't just end as experimentation, but directly leads to the expression and projects of future projects. I would like to incorporate this structure, where exploration and practical work circulate so smoothly, into our own team.
From a project manager's perspective, I was intrigued by the project management between locations with significant time differences, such as New Zealand and the Netherlands. Even scheduling meetings must be incredibly difficult, so I'm genuinely impressed that they're managing it so effectively.
Conclusion
What struck me most during this interview was that Resn isn't simply creating "technically advanced" things. They are constantly thinking about "what kind of emotions to evoke" and "how to make it memorable." Technology is merely a means to that end; R&D and AI ultimately exist to reach "expressions that only humans can achieve." That's why I felt that Resn's output possesses a strength that goes beyond mere functionality.
Next time, we'll be introducing Numbered in Amsterdam. Stay tuned!
